WTM London 2024: Malawi’s Unique Path to Tourism Growth through Culture and Community
At this year’s World Travel Market (WTM) London, Malawi’s Minister of Tourism; Vera Kamtukule made a powerful case for the country’s emerging place on the global tourism stage. Known as the “Warm Heart of Africa,” Malawi may be small, but the Minister argued that its charm lies in precisely this quality, offering visitors an intimate yet diverse experience.
“It’s a very, very small country in Africa… but it has immense beauty, attractions, scenery, wildlife, the lake, and everything that you have to offer, as far as tourism is concerned,” she shared. The country’s size, far from a limitation, she noted, enables tourists to see a wide variety of sites within hours. “In five hours you can see everything that I’ve just said.”
Reimagining Tourism: A Shift to Cultural and Integrated Experiences
According to the Minister, Malawi’s tourism vision goes beyond its
natural wonders. Recognising evolving traveller preferences, Vera
shared plans to broaden the scope of what visitors can experience in the
country.
“We are promoting what we are calling an integrated tourism approach… in agriculture, we have something there that we can turn into a tourism product. In mining, in education, in sports, in religion,” she said. No longer just about landscapes, Malawi’s offerings now include cultural elements like food preparation and child-rearing practices, which the Minister described as aspects visitors want to see. She stressed, “The very things that we think are primitive… are the very things that people would want to come and experience in our country.”
This expanded approach also includes the often-overlooked artisans and craftspeople in Malawi. Inspired by similar efforts in other countries, the Minister highlighted local weavers along Lake Malawi’s shores.
“They are on the streets all the time, especially along the lake. They do this, but that consciousness to say these have something to do with our culture, showcasing who we are as a people, she explained.
Aiming for Accessibility and Regional Integration
Malawi’s ambitious tourism vision also includes addressing long standing
issues around accessibility. Currently, the lack of direct flights
presents a barrier to growth, yet Minister Vera is optimistic.
“We are working very hard to ensure that we have discussions with Qatar Airways, we are having discussions with other airlines,” she said, outlining plans to increase direct flight routes. Additionally, the recent removal of visas for 79 countries is seen as a key milestone in easing tourist access, contributing to a notable increase in visitor numbers that has already surpassed pre-COVID levels. “Now we are even over the numbers of pre-COVID-19 numbers,” the Minister noted.
At the regional level, the Minister called for Africa-wide policy reforms to improve connectivity. He advocated for “the continental reciprocity framework in Africa,” which would enable greater freedom of movement. With 70% of Malawi’s visitors coming from other African countries, she underscored the importance of making it easier for regional tourists to visit.
“The challenge there is Africa’s failure to remove restrictive visa restrictions, for me, is not only baffling, but it’s also frustrating to travelers, but also people that are doing business within the tourism sector in Africa,” he commented, hoping that regional integration efforts will open doors for more seamless tourism across borders.
